河北省巴氏奶消费市场调研分析

Analysis on the consumption of Pasteurized milk in Hebei province

在乳制品消费市场上,巴氏奶所占消费比例较小,如何拓展巴氏奶市场消费比例,扩大其市场占有率是值得深入研究的课题。笔者通过对河北省巴氏奶消费市场的调研发现：消费者对于巴氏奶的认知度低是影响其进一步拓展市场占有率的主要原因;巴氏奶配送服务水平、单一化的产品包装形式和较低水平的消费满意度对消费者购买的积极性也产生了不利影响。最后,从扩大宣传、团队建设、产品创新以及市场定位和政府支持等角度提出相应的对策建议,以促进河北省巴氏奶市场的开拓。

In dairy consumption market,pasteurized milk accounts for a relatively small proportion. How to develop the consumption ratio of pasteurized milk market and expand its market share is a subject worthy of further study. Investigation on the consumption of pasteurized milk market in Hebei Province found that： the low recognition level of the consumers is the main reason impacting the market share of pasteurized milk for further expand.Also,the level of distribution service,simplified form of the product packaging and low level of consumer satisfaction have negatively affected the enthusiasm of consumer purchase. Finally,from the perspective of expanding publicity,team building,product innovation,market positioning and government support,corresponding countermeasures and suggestions to promote the development of pasteurized milk market in Hebei province are put forward in this paper.